DISSERTATION

Focusing on the UK and US what are the key features of Generation Z in comparison to previous generations? What effect will these features have on the workplace environment and how will retailers need to adapt and shape their marketing behaviours towards them?

This project was a comprehensive and independent study into Generation Z. Through a written dissertation, I explored and challenged the established parameters of my subject and demonstrated the relationship between theory and practice.

This study was build on evaluations of contextual issues from a social, cultural and a historical perspectives, which were developed to initiate new trends and innovations within the field.

This dissertation was supported by industry mentors and I received a first for this module.